Powerful PSAs Showcase the Mutual Rewards and Unconditional Love of Adoption from Foster Care
The Ad Council has partnerd with the US Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, to announce the launch of heartfelt new public service advertisements (PSAs). The new work, created pro-bono by Edelman, aims to inspire prospective adoptive parents to consider adopting a teen from foster care. The longstanding campaign is celebrating 20 years of impact this year and has contributed to the more than one million children and youth adopted from the US foster care system since the program began in 2004.
Compared to younger children, teenagers in foster care have a particularly challenging time getting adopted and may wait up to twice as long to achieve permanency. According to the most recent Adoption and Foster Care Analysis and Reporting System (AFCARS) data, teens (13–17 years of age) constituted 23% of the children/youth waiting to be adopted in the foster care system, but account for only 12% of those adopted.
To address this important issue and encourage prospective parents to consider adopting teens from foster care, the campaign features honest, emotional storytelling to inspire prospective parents to take the next step and learn more at adoptuskids.org. The new creative, 'The Rewards,' produced by Greenpoint Pictures and directed by The Hudson Dusters (Michael Kuhn and Niles Roth), spotlights real adoptive families who have personally experienced the mutual benefits of adoption. The PSAs begin with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives, highlighting the shared love they have for one another and how the decision to become a family is reciprocal. The campaign directs viewers to adoptuskids.org to learn more about adopting a teen from foster care.
“For the past two decades, we’ve proudly been part of this longstanding campaign that has contributed to the more than one million adoptions from the US foster care system. Telling powerful stories that can inspire audiences to take action is core to the Ad Council’s mission, and it is an honour to be able to make such a big difference in the lives of families by highlighting the transformative power of adoption. We look forward to continuing this critical work and helping youth in foster care find the loving and supportive families they deserve,” said Michelle Hillman, chief campaign development officer of the Ad Council.
“’The Rewards’ offers an unexpected experience between teens and their adoptive parents, allowing them to share unfiltered raw emotion and gratitude for what they've brought to one another’s lives. I'm so proud of this work,” said Judy John, global chief creative officer, Edelman. “We've always been deeply inspired by the powerful campaigns produced by the Ad Council. It is an honour to join the ranks of agencies who bring the stories behind these initiatives to life.”
Since 2004, the US Department of Health and Human Services (HHS), Administration for Children and Families (ACF), AdoptUSKids, and the Ad Council have collaborated to dispel myths surrounding youth and teens in foster care and inspire prospective parents to consider adoption. Through dozens of creative executions, nuanced campaign strategies, unique partnerships and more than $917M in donated media, the campaign has changed minds, opened hearts, and inspired action. It has evolved to address various needs within the US foster care system, focusing on the adoption of children aged eight and older, tweens, siblings and, most recently, teens. According to Ad Council commissioned research with Ipsos, in the past 13 years, campaign awareness increased 20%, from 17% in 2011 to 39% in 2024. Those who are ad aware are more than 3.5 times as likely to consider adopting a teen or child of any age from foster care compared to those who are not ad aware (2017-2024).
The campaign is also supported by long time media agency of record Crispin, who is extending the reach of the latest creative by securing donated media placements. For more information about adoption, or about becoming an adoptive parent to a child or teen in foster care, please visit adoptuskids.org or visit the AdoptUSKids social communities on Facebook, X, or Instagram. Prospective parents can also call 1-888-200-4005 for detailed information on the foster care and adoption process. Spanish-speaking families can access information by calling 1-877-236-7831.
